Women Want Landscapes, Men Want Adventure.

As global travel continues to evolve, the preferences of today’s travellers are diverging in exciting ways, especially along gender lines. A new study, the Global Rescue Summer 2024 Traveler Sentiment and Safety Survey, has revealed a striking contrast between what women and men value most in their dream destinations. While women are captivated by scenic beauty, men are drawn to adrenaline-pumping adventures.

According to the survey polling thousands of experienced travellers, 35% prioritize stunning landscapes, while 31% seek destinations brimming with adventurous activities. However, when broken down by gender, these preferences reveal significant differences.

Women: Drawn to Nature’s Majestic Landscapes

For women, breathtaking landscapes take centre stage. A significant 37% of female respondents cited scenery—ranging from majestic mountains and lush jungles to vast savannahs, deserts, and shimmering glaciers—as their primary motivator for selecting travel destinations. Iconic natural wonders like the Northern Lights and the Galapagos Islands are particularly popular among female travellers.

This focus on natural beauty is not just aesthetic; it also connects to a more profound desire for authentic cultural experiences. Fifteen per cent of women prioritize destinations that offer rich cultural heritage, with language, customs, and local dress playing a pivotal role in their decision-making. This shows that many female travellers are not only looking to enjoy beautiful environments but are also seeking to immerse themselves in the culture and lifestyle of the places they visit.

Interestingly, women place much less importance on elements like cuisine, shopping, and architecture, with only 3% considering these factors essential. Instead, they focus on nature and culture, emphasizing a desire to connect with the environment and the local way of life.

Men: Adventure at the Heart of Travel Choices

In contrast, men are far more likely to seek out adventure-packed destinations. A matching 37% of male respondents ranked access to activities such as scuba diving, skiing, mountaineering, and trekking as their top priority. These findings suggest that the thrill of adventure often outweighs scenic beauty for men, although natural landscapes still play a significant role.

Interestingly, 33% of men also listed scenic destinations—like the awe-inspiring Great Barrier Reef and Patagonia—as high on their travel wish list, reflecting a shared appreciation for the wonders of nature. However, only 10% of men considered cultural diversity a significant factor in their decision-making, indicating a stronger preference for action over immersion in local culture.

Dream Destinations: Polar Opposites and Shared Aspirations

The survey also revealed that gender influences the selection of specific dream destinations. For women, locales such as Antarctica, Iceland, and New Zealand are must-visit spots chosen for their extraordinary landscapes and natural phenomena. The Galapagos Islands and Egypt also stand out, highlighting a strong interest in wildlife and historical exploration.

Meanwhile, men are eyeing destinations like Mongolia, Patagonia, and Africa for their rugged, adventure-filled offerings. Australia, particularly its Great Barrier Reef, uniquely appeals to both genders, serving as a common ground where nature and adventure intersect.

Shifting Dynamics in Traveler Preferences

As these results make clear, the evolving dynamics of travel are heavily influenced by gender-specific preferences. Dan Richards, CEO of The Global Rescue Companies and a member of the U.S. Travel and Tourism Advisory Board at the Department of Commerce, explained the significance of the findings:
“Understanding the preferences of travelers is essential for the travel industry. While women tend to favor beautiful landscapes and cultural experiences, men are more inclined to seek out adventure. This insight helps travel providers tailor their offerings to meet the diverse needs of their clientele.”

Richards also noted that these trends could continue to evolve as more women engage in adventure sports and explore remote, rugged destinations. “As more women pursue adventure travel, we may see a shift in these preferences in the future.”

The Global Rescue survey highlights the importance of landscapes and adventure in travel choices and points to the nuanced ways in which gender shapes travel desires. For industry professionals, these insights are invaluable in tailoring experiences that cater to the ever-changing interests of both female and male travellers.

By understanding and addressing these unique preferences, travel providers can ensure that their offerings resonate deeply with their audience, inspiring unforgettable journeys in the years to come.

Written by: Yves Thomas

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